Data, Big Data, so many terms and themes that we have heard since 2012 in all companies that are aware of the importance of their South Sudan Email List mass of data. However, marketing departments did not wait for the arrival of the Internet to try to get to know their customers better and to collect information from them. From the 90s, marketing was no longer just transactional, it became relational. Large-scale retailers are developing loyalty programs and cards in order to retrieve purchase data in return for some cleverly offered advantages: discounts, promotions, vouchers, priority access to checkouts, etc. Without realizing it, but thinking of making a good deal, many consumers have subscribed to these loyalty programs.

With the development of the Internet, social networks and the use of mobile phones, advertisers are now able to get to know their customers better, and even anticipate their needs. In addition to collecting traditional demographic information, behavioral data is now being studied. These can be linked in particular to the purchase made on the brand’s website but also outside it. This is called Third party data or third party data. Select your data: from Big Data to Smart Data Not all data collected by a company is of value to it. Some companies collect and keep data “just in case”, for example: the date of birth of the prospect / client in the BtoB sector: sometimes useless or even worthless data. Worse, this data can even clutter your database and represent a management cost.

Ensure the quality of the data

So how do we sort through this mass of data so as to only use the data that is of value to our company Business objective (s) to be defined You must first define the business objectives for which you want to use the data. What are the data collection objectives? How can these data boost your turnover? How much time do your prospects and customers spend on your website? What content is most of interest to your targets? Are the products sold on your site as successful as your services? Identify the right indicators (KPI’s) for predefined business objectives Identifying the important KPI’s is the key to defining the data you need, the one that will allow you to achieve your goals. Keep only the data that has value



This is called Smart Data: the intelligent use of data to achieve a predefined goal. By following this principle, you will keep only useful information in order to process, analyze, use it and thus support your decision-making with the sole aim of obtaining better results for the company. Ensure the quality of the data All of the company’s departments can be impacted by the use of the data: the marketing department, the sales department and the customer service in the first place, but also all the support departments such as the HR department, the accounting department, the technical service…Identifying the data that is of value to you should guarantee success.

Capitalize on human intelligence to optimize the use of data

However, according to the April 2018 study carried out by Need my Service, 53% of companies believe they have suffered losses, problems or costs due to poor data quality. 40% of business initiatives fail because of poor data quality. It is therefore essential to collect quality data that is sufficiently “fresh” to use it fully and in real time. For this, your company must connect and discuss together your different data sources. It is also necessary to deduplicate and deduplicate the data. Nothing worse in terms of image than an email received several times by the same Internet user. Take the example of Mauritius: Maurice has been a loyal client of the same to a clothing brand for twenty years. Maurice regularly visits the store to buy new clothes.

All these purchases are stored in a database, thanks to the loyalty card of the brand that he proudly owns and uses. Following his daughter’s insistence, one day Maurice decides to go to the brand’s E-commerce site and create his customer account there in order to be able to order new items. As the store and e-commerce databases do not communicate, Maurice is considered on the e-commerce site as a prospect. It enters into the brand’s on-line acquisition program and receives both communication from the store loyalty program to which it has belonged for many years and communication from the on-line acquisition program. Do you understand what is at stake?

Leave a Reply

Your email address will not be published.